Cargill Raises Awareness About Hunger Through YouTube Video Campaign

Just weeks after launching a YouTube campaign featuring a video about families struggling to feed their pets, Cargill achieved its initial goal of 10,000 views and as a result, will deliver a truckload of its Loyall pet food to Second Harvest Heartland in Minneapolis in May.

12 Apr 2010 --- Following a successful video campaign in March to raise awareness about the need for pet food at food banks, Cargill is expanding the scope of its campaign to support the core purpose of food banks: providing food for people in need.

Just weeks after launching a YouTube campaign featuring a video about families struggling to feed their pets, Cargill achieved its initial goal of 10,000 views and as a result, will deliver a truckload of its Loyall pet food to Second Harvest Heartland in Minneapolis in May.

“The video brings awareness to the fact that there are a lot of people out there struggling to feed their families, and pets are very much a part of those families,” said Frank Ziacik, go-to-market leader for Cargill’s Loyall pet food, part of the Nutrena brand of premium animal nutrition products. “We were overwhelmed by the support we received, and saw an opportunity to reach out further to address the issue of hunger in our communities.”

To continue to raise awareness about hunger and the critical needs at food banks across the country, Cargill is now adding another dimension to the campaign by partnering with Feeding America, the nation’s leading domestic hunger relief agency. If Cargill’s video campaign generates a total of 50,000 views by April 30, Cargill will make a cash donation of $25,000 to Feeding America to support its nationwide network of member food banks.

“Whether it is people going hungry or their pets, the need at food banks is urgent,” said Ziacik. “By logging on and watching this video, people can really make a difference for families in need.”

For every dollar donated, Feeding America helps provide seven meals to men, women and children facing hunger. That means Cargill’s donation could help provide meals for 175,000 people.